Mandy’s Gourmet Salads’ latest campaign is offering up enticements all based on a concept from Charlie and the Chocolate Factory.

The healthy food concept and QSR is launching its “Golden Fork” campaign, with rewards tied to Uber One membership trials. Throughout the next three weeks, every Mandy’s Uber Eats customer in Toronto and Montreal will receive a three-month free trial of Uber One. Those who also discover a Golden Fork in their order, get access to exclusive merch and discount codes.

Vanessa Fracheboud, president of Toronto and Montreal-based Mandy’s Gourmet Salads, says the brand enlisted the help of agency partner Sid Lee to help it talk to customers outside of its four walls and beyond a simple social-first approach.

“We wanted to try something different, and innovate and push the boundaries,” Fracheboud says.

Fracheboud adds that what makes Mandy’s unique, in addition to its food, is its décor, what the brand has dubbed “fast fancy,” a distinctive ambience that makes it more upscale than a traditional QSR or a fast casual, and a piece of its visual charm it wanted to incorporate into the creative elements.

The brand wants to redefine what’s happening in the market, Fracheboud says, by bringing something new and something joyful to people through the enticement of exclusivity, rather than making merchandise publicly available for sale.

The partnership with Uber extends last year’s focus on the service. Mandy’s still does B2B with other platforms, but it really wanted to focus on one impactful brand that resonates with Ontarians and Quebeckers.

The restaurant is leveraging social, its newsletter, the Uber app and wild postings by partner agency Publicité Sauvage. Boulevard of Dreams handled media and influencer outreach.

Mandy’s was founded in Montreal in 2004 by sisters and neophyte restaurateurs Mandy and Rebecca Wolfe, and began its journey in an unassuming location at the back of a women’s clothing store. Now with eight locations in Montreal and four in Toronto, Mandy’s serves up salads, cookies, smoothies and more offerings.

What separates good from great restaurants, Fracheboud says, is a focus on lifetime value and creating an almost cult-like following.